ABSTRACT
This chapter presents part of a research program on the popular culture phenomenon. It explores a variety of new marketing tools used by destination management organizations (DMOs) to attract screen tourists, with special attention paid to marketing tools that come with advanced media technologies. In a highly competitive environment such as the tourism market, tourism stakeholders lead a relentless battle for clients. The variety of marketing strategies and ideas is a principle most successful businesses adopt in order to succeed. Traditional destination marketing methods are widely used by all levels of DMOs. Computer-generated environments like virtual reality (VR) and augmented reality (AR) are becoming powerful marketing tools. Tourism destination marketing involves many stakeholders and a complex product offer. Collaboration is particularly important in destination marketing efforts due to the complex nature of tourism industry. On-screen tourism is a growing phenomenon worldwide.
